Available here: https://link.springer.com/book/9783031969294

Editor: Anna K. Zarkada

CUT Contributors: Anna K. Zarkada, Yioula Melanthiou, Erasmia Leonidou, Panayiotis Moiras

• Examines the human, organizational, institutional, economic, and social consequences of digital transformation
• Presents timely research on the intersection of operations, management, and marketing in the age of digitalization
• Challenges norms with new ideas, evidence, and cases from diverse digital stages and contexts

This book focuses on achieving a human-centered digital transformation by empowering people and integrating processes and platforms to foster sustainable prosperity for all. It challenges conventional thinking by offering novel conceptualizations, empirical evidence, and case studies from regions at various stages of digitalization and across different product, market, and industry contexts.

The book aims to equip decision-makers and academics with the tools to navigate the increasingly blurred boundaries between humans and computers, businesses, institutions, and society, and the traditional, platform, attention, and experience economies. The chapters span operations, marketing, and management and bring together a variety of country context and industries undergoing digital transformation.